Swedox OÜ

What Swedox OÜ does

Swedox OÜ is an Estonian private limited company that operates Rehviproff.ee, a combined e-commerce and physical workshop business for tires, wheels, and general automotive service. Founded in 2011 and headquartered at Piiri 12a, Keila, the company sells new and used tires (from brands including Continental, Michelin, Hankook, Pirelli, Sailun) and wheels (from Dotz, OZ Racing, MAK, Fondmetal and others) through its own online storefront, fulfilling orders across 13 European countries via DPD Eesti and DB Schenker. Parallel to e-commerce, the Keila workshop delivers tire fitting (from €30), wheel balancing and straightening, tire repair, climate system maintenance, diagnostics, and a specialized dynamic automatic transmission fluid exchange service (€150-500, 1000+ jobs completed). Pricing is unit-based per service or product; ancillary recurring revenue comes from seasonal tire storage at €35 per set per season.

The go-to-market is hybrid: direct-to-consumer e-commerce paired with a sales-led in-person workshop, supplemented by the Kuldklient loyalty program (capped at 100 members) that offers 5-10% discounts and a free annual technical inspection to drive repeat business. Customer segments are primarily private car owners, with a secondary commercial vehicle segment. Conversion is supported by free amenities (replacement car during repairs, free tire disposal, free technical inspection for loyalty members), pick-up and drop-off within a 50km radius, and a 0% three-installment payment plan via Montonio Finance. Marketing relies on the rehviproff.ee website, organic SEO, email/newsletter through the loyalty program, and Facebook Messenger. The company is privately held, CEO-led by Raido Niinberg, with no disclosed external investors, funding rounds, or M&A activity; payments processing is handled by Maksekeskus AS and Montonio Finance in cooperation with TF Bank AB and Inbank Finance, while end-of-life tires are routed to MTÜ Rehviringlus for recycling. The firm has been recognized by Äripäeva Infopank as a trusted company within the top 6% of Estonian companies.

Name

Swedox OÜ

Legal name

Swedox OÜ

Website

https://rehviproff.ee

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Swedox OÜ operates Rehviproff.ee, an Estonian e-commerce and Keila-based workshop selling new and used tires and wheels across 13 European countries and providing tire fitting, auto repair, transmission fluid exchange, and seasonal tire storage to primarily private car owners.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Services

NAICS

Tire Dealers (441340), Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Mechanical and Electrical Repair and Maintenance (81111)

SIC

Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

Wheel & Rim Repair/Refurbishment (TLAKADAG), Tires, Wheels & Retread Supply Distribution (TLAKAOAD)

Keywords

• Tire retail
• Wheel sales
• Auto repair services
• Tire fitting
• Vehicle maintenance

Headquarters

HQ city

Keila

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Infrastructure, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Tire Sales (New and Used): Sale of new and used tires for passenger cars and vans through the e-commerce store (rehviproff.ee). Products include summer, winter (studded and studless), and all-season tires across multiple brands such as Sailun, Continental, Hankook, Michelin, Pirelli, and others. Prices range from approximately €18 to over €800 per tire.
2. Rim/Wheel Sales (New and Used): Sale of new and used rims/wheels for passenger cars and commercial vehicles. Brands include Dotz, TREBL, KFZ, Dezent, Alcar, Fondmetal, OZ Racing, MAK, and others. Prices range from approximately €100 to over €1,100 per rim.
3. Auto Repair and Maintenance Services: Physical workshop providing tire fitting, wheel balancing, tire repair, rim straightening/restoration, auto repair, transmission fluid service, climate system maintenance, pre-purchase inspections, and general car maintenance. Revenue is generated on a per-service or per-hour basis.
4. Tire Storage Services: Seasonal tire storage service for customers who want to avoid transporting tires between seasons. Storage is offered at a secure facility for €35 per set (4 tires) for the autumn-to-spring period.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Swedox OÜ operates Rehviproff.ee, combining an online e-commerce platform selling new and used tires and wheels with a physical auto repair and tire service workshop in Keila, Estonia. Customers can order tires/wheels online for delivery across 13 European countries or book workshop services such as tire replacement (from €30), wheel straightening, dynamic transmission fluid exchange, and general auto repair and maintenance.

Product overview

Swedox OÜ operates Rehviproff.ee, a comprehensive tire and automotive service company based in Keila, Estonia. The business operates as an e-commerce platform combined with physical service operations. The product portfolio includes new and used tires (Uued rehvid, Kasutatud rehvid) from major brands like Continental, Michelin, Hankook, and Pirelli, as well as new and used wheels (Uued veljed, Kasutatud veljed) from brands including DOTZ, OZ Racing, and MAK. Service offerings center around tire replacement (Rehvivahetus starting at €30), comprehensive auto repair and maintenance (Autoremont), tire storage (Rehvide hoiustamine), wheel straightening and restoration (Velgede sirgestamine ja taastamine), and dynamic transmission fluid changes (Dünaamiline õlivahetus). The company also operates a loyalty program (Kuldklient) offering discounts and free services to members. All services are provided at the workshop location in Piiri 12a, Keila, with additional pick-up and drop-off services available within 50km radius.

Differentiator

Problem solved

Functional benefit

Brands

• Kuldklient (Gold Client): Loyalty program offering 5% discount on tire work and 10% discount on maintenance and repair work, plus free annual technical inspection

Products and services

• Tire Replacement Service (Rehvivahetus) Professional tire replacement (fitting and balancing) for alloy and steel wheels of various sizes, starting at €30 per wheel set. Fast service of approximately 30 minutes including waiting time. Available to individual car owners at the Keila workshop with pick-up and drop-off within 50km.
• Auto Repair and Maintenance (Autoremont) Comprehensive auto repair and maintenance services priced at €55/hour, with maintenance starting from €45, diagnostics from €27, climate system maintenance from €50, and pre-purchase inspections from €45. Designed for individual car owners needing general vehicle servicing.
• Seasonal Tire Storage (Rehvide hoiustamine) Secure seasonal tire storage service at €35 per set of 4 tires for the autumn-to-spring period, addressing the common Estonian need to store off-season tires safely between swaps.
• Wheel Straightening and Restoration (Velgede sirgestamine ja taastamine) Wheel straightening from €15 per wheel and full wheel restoration (sandblasting plus powder coating) from €140 per job, with wheel washing priced at €10 per wheel. Targeted at owners of damaged alloy wheels.
• Dynamic Transmission Fluid Exchange (Dünaamiline õlivahetus) Specialized dynamic automatic transmission fluid exchange using purpose-built equipment that fully evacuates old fluid before replacement, including pre-service vehicle diagnosis and test drive. Recommended every 80,000-100,000 km for standard automatics or 40,000-50,000 km for CVT and DSG gearboxes. Priced €150-500 depending on vehicle model. Performed by a specialist with 1,000+ completed jobs.
• New Tires (Uued rehvid) E-commerce sale of new tires for passenger cars and vans from brands including Sailun, Continental, Hankook, Michelin, Pirelli, Yokohama, Toyo, Nokian, and Triangle. Summer, winter (studded and studless), and all-season options, with prices ranging from approximately €18 to over €800.
• New Wheels (Uued veljed) E-commerce sale of new rims and wheels for passenger cars and commercial vehicles from brands including DOTZ, TREBL, KFZ, Dezent, Alcar, Fondmetal, OZ Racing, MAK, and NPK. Prices range from approximately €108 to over €1,100.
• Used Tires and Wheels (Kasutatud rehvid ja veljed) Pre-owned tires and wheels sold at reduced prices through the Rehviproff.ee e-commerce store, serving budget-conscious individual car owners.
• Tire Work Services (Rehvitööd) Specialized tire work including valve replacement (€11), tire repair with patch (€10) or plug (€30), tire gluing (€4-€25), wheel balancing (€25 for 4 tires unmounted, €35 mounted for passenger cars, €38 for vans/SUVs), and seasonal tire storage.
• Kuldklient (Gold Client) Loyalty Program Membership loyalty program capped at 100 members that offers 5% discount on tire work, 10% discount on maintenance and repair work, a free annual vehicle technical inspection, plus targeted emails with maintenance tips. A physical loyalty card is included.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Montonio Finance OÜcoreTechnology or IntegrationMontonio Finance OÜ provides payment processing infrastructure for Rehviproff.ee, enabling the 'Maksa kolmes osas' (Pay in 3 installments) option for customers. This is a split-payment solution allowing customers to pay in three interest-free installments with 0% down payment, 0% interest, and €0 additional fees. Montonio operates in cooperation with TF Bank AB Estonian branch and Inbank Finance AS.
• DPD Eesti / DB SchenkercoreChannel Partner/ Reseller/ DistributorDPD Eesti and DB Schenker serve as the primary logistics and courier partners for delivering tires and rims ordered through the Rehviproff.ee e-commerce platform to customers across Estonia and internationally. DPD handles domestic and international shipments, with personal contact arranged for delivery scheduling.
• MTÜ RehviringlusminorStrategic or Co-development PartnerRehviproff.ee partners with MTÜ Rehviringlus (Rehvi = tire, Ringlus = recycling), an Estonian NGO, to ensure proper recycling and disposal of end-of-life tires. Old tires collected from customers are transported to MTÜ Rehviringlus collection points for environmentally responsible processing.
• Maksekeskus AScoreTechnology or IntegrationMaksekeskus AS acts as the authorized payment processor for Rehviproff.ee, handling the technical execution of online payments and transmitting necessary customer data for payment processing. Rehviproff.ee transmits customer payment data to Maksekeskus AS as the responsible data processor.
• Raido Niinberg (CEO)coreOthersRaido Niinberg is the CEO (tegevjuht) of Rehviproff.ee, providing visible leadership and public-facing representation for the company through customer testimonials and company communications.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Reifen.com: Reifen.com is a major German online tire retailer shipping across Europe. Directly comparable to Rehviproff's e-commerce tire and wheel sales channel shipping into Germany and other European markets.
• Allopneus: Allopneus is a leading French online tire retailer with fitting-partner network. Comparable to Rehviproff as a pure e-commerce tire retailer that ships across European borders and partners with local fitters.
• Delticom: Delticom is a major European online tire retailer (operating brands such as Tirendo and Mytyres). Directly comparable as a pan-European e-commerce tire and wheel seller overlapping with Rehviproff's cross-border shipping footprint.
• Blackcircles.com: Blackcircles.com is a leading UK-based online tire retailer with fitting-partner network. Closely comparable to Rehviproff's e-commerce-plus-local-fitting model in the broader European market.

Broad incumbents

• Point S: Point S is an international tire and auto service franchise network with operations across Europe. Comparable as a multi-country tire retail and workshop competitor to Rehviproff's combined e-commerce + workshop model.
• ATU Auto Teile Unger: ATU is a large German auto service and tire retail chain. Comparable as a multi-site operator combining workshop services with tire and parts retail, similar to Rehviproff's bundled offering at much larger scale.
• First Stop: First Stop is Goodyear-affiliated European tire and auto service network. Comparable as a multi-country tire service and retail chain competing for the same passenger vehicle tire and maintenance customers.
• Euromaster: Euromaster is Michelin's European tire and auto service network operating across multiple countries. Comparable as a large-scale tire fitting, wheel, and light-vehicle maintenance provider competing for the same customer use cases.
• Vianor: Vianor is Bridgestone's pan-European tire retail and service chain with strong Nordic/Baltic presence, including Estonia. Directly comparable as a tire retail and service operator across the same geography Rehviproff serves.
• Norauto: Norauto is a large European auto service and tire retail chain (part of Mobivia). Comparable as a multi-country operator offering tire sales, fitting, and broader auto maintenance similar to Rehviproff's service bundle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookm.me/Rehviproff

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swedox OÜ